You're launching a new product with limited funds. How can you capture journalists' attention effectively?

- Craft a Compelling Story: Highlight your product's unique value and relevance. - Targeted Pitching: Personalize pitches for journalists covering related topics. - Utilize Social Proof: Share customer testimonials and endorsements. - Offer Exclusive Content: Provide demos or behind-the-scenes access. - Create Visual Assets: Include high-quality images and videos. - Engage with Data: Use statistics or trends to add depth. - Follow Up Professionally: Stay courteous and responsive in follow-ups.

“Why should I care?” This is the question that you will continually have to answer. Whether it’s investors, customers, members of the press, or anyone else that you need to convince as to the merits of your business, product, and/or service, you must first answer this question. Consider fully their position, point of view, and specific motivations. Then ask yourself the question "Why should I care?". You must then answer the question in a compelling, yet succinct way. You should not go any further until you are confident with your answer.

Budget shouldn't tarnish a great story but push creativity. Being hyper focused on top tier media vs dozens provides focus and faster feed loop. I have launched hundreds of companies on 5K and churned millions in product in return with this approach.

Timing is crucial. One example from my industry is companies sending out last-minute press releases or organising media interviews too late leading up to boat shows, therefore journalists are too busy and they've missed editorial deadlines. Don't throw valuable PR traction away by ignoring timelines.

Before sending out ANY press kit, check the brand will cover the product. As an editor, I have received so many press packs and press releases about products I will never feature, all because someone didn't do their research before hitting send. It wastes my time. Make sure your press kit contains hi-res images and videos, as it will save us from having to go back and ask for them

Following up is of paramount importance. It is a key component of your PR efforts. Always follow up in a professional and courteous manner. Remember that you are dealing with another person who can help you if you give them a good reason. It is just as important not to give them a reason to not help you. Being sincere and grateful can go a long way to achieving your goals.

As a PR expert, capturing journalists' attention with limited funds requires creativity and focus. 1. Craft a compelling story: Highlight what makes your product unique. 2. Personalize your pitch: Research and tailor your message to each journalist. 3. Leverage social media: Use platforms to engage with journalists and build relationships. 4. Offer exclusives: Provide early access or exclusive content to key journalists. 5. Be concise and clear: Make your pitch easy to understand and compelling. "Creativity is the currency of the cash-strapped."